CABI TOURISM TEXTS
3rd Edition
Tourism Information
Technology
PIERRE J. BENCKENDORFF
ZHENG XIANG
PAULINE J. SHELDON
COMPLIMENTARY TEACHING
MATERIALS
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Chapter 2
The Digital Tourism Landscape
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Chapter 2 Learning Objectives
After studying this chapter you should be able to:
1. Describe the general concept of the digital tourism
landscape;
2. Explain and evaluate the components and functions of
information technology in tourism using a digital tourism
ecosystem perspective;
3. Analyze the drivers of innovation and technological
change in the digital tourism landscape;
4. Define and provide examples of disruptive innovation;
5. Apply behavioral perspectives to explain how travelers
adopt, use and respond to information technologies in
tourism settings; and
6. Explain the role of information technology in tourists’
decision-making processes.
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Key Concepts
Digital tourism ecosystem
Diffusion of innovations theory
Hype cycle
Technological innovation theory
Disruptive innovation
Technology acceptance model (TAM)
High-tech / high-touch
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Inspiration
Entities
Suppliers,
Travelers,
Intermediaries,
Connections Governments,
Broadband, DMOs Devices
Mobile, WiFi, Desktops, Smart
NFC, BLE, GPS, Devices, Mobile
Broadcasting, Devices, Digital
Protocols,
Communities
Kiosks
Social Networks
Standards
Reflection Blogs, Reviews,
Transaction
Content Forums, Wikis,
Rich Media, Local Experts, Touch Points
Maps, Media Sharing Websites,
Navigation, Search, Engines,
Transactions, Mobile Apps,
Dynamic Content, Email, Telephone,
User Generated Face-to-face
Content
Experience
FIGURE 2.1 The Digital Tourism Ecosystem
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Digital Tourism Ecosystem
Digital Technological Environment
Devices
Connections
Content
Touch Points
Roles of Entities and Communities
Catalyzers
Dictators
Milkers
Niche Players 6
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Digital Tourism Ecosystem
Ecosystem Functions
Inspiration
Transaction
Experience
Reflection
Ecosystem Health
Productivity
Robustness
Diversity
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INDUSTRIAL ELECTRIC DIGITAL FOURTH
PERFORMANCE
REVOLUTION REVOLUTION REVOLUTIONREVOLUTION
Artificial
Intellige
nce
Digital
Networks
Electronics
Electricity
Steam Power
Mechanization
1780 1840 1900 1950 1990 2020 TIME
FIGURE 2.2 Waves of IT Adoption
Source: Schumpeter (1934), Perez (2002
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WebCrawl
er, Baid Oculus
.travel Google
Netscape Google u Rift,
domai Images, Siri Google
Mosaic Search Web HoloLens
Wikipedi Skype n Glass,
Brows Hotma 2.0 iPhon
coined
a, iPod iPad Amazon Internet &
er il e Echo Technology
Developments
[Link].u
s, Instagra Apple App
Tencen [Link] YouTub m,
LinkedIn, Amazon Store
t bubble e Pinterest
WordPres Cloud 40bn
Alibab Reddit , iQiyi Facebook
s, Alipay, Twitter(EC2) Uber, download
a, 1bn users
eBay, Taobao , Weibo, s
Netflix Napst
Amazo YouKu, WhatsAp WeCha
er, PayPal Tik Tok
n Facebook Spotif p, Quora t, eCommerce &
Blogge
r, QQ y Twitch Social Media
Developments
Expedia,
Travelocity, TripAdviso Priceline Expedia buys
[Link] r buys Travelocity,
Ctrip,
m, TravelWeb Orbitz,
Farechase HotelTonight
ITA & HomeAway
Metasear
[Link] Roomkey,
TravelWe Software ch Kayak, m Priceline Priceline
b OpenTabl HomeAw Airbnb
Orbitz buys buys
Viator e ay
Tourism &
Priceline Kayak OpenTable
Hospitality
Industry
1995 2000 2005 2010 2015 2020 TIME
FIGURE 2.3 Important Developments on the Internet
Adapted from Xiang et al, 2015
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Diffusion of Innovations Theory
Rogers, 1962
Innovators: eager to try new ideas and prepared to take
risks such as adopting technologies that may fail.
Early adopters: opinion leaders who embrace change but
are not as obsessive as innovators.
Early majority: tend to adopt new innovations before the
average person but will thoroughly research a new innovation
before deciding to adopt.
Late majority: will only adopt an innovation after the
majority have tried it and adoption may be the result of
economic necessity or social pressure.
Laggards: traditionalists and are the last to adopt an
innovation because they are skeptical of change.
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High tech and high touch travelers
Everyday life
High tech High touch
High tech Spillovers Opportunity Seekers
Travel
High touch Compensators Luddites
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Understanding the Digital Tourist
Quantitative sources Mixed-methods Qualitative sources
sources
Traditional surveys Content analysis Interviews
Online surveys/polls Sentiment analysis Focus groups
Web analytics Data mining Netnography
Experiments Observation
Visitor tracking Prototyping
Biometrics
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